Rumor: Jobs Thinks Apple TV Still Not For Mainstream

When Steve Jobs announced the first Apple TV in 2006, he made it clear that the device was more of a "hobby" product. As the company is set to release a significantly different device on September 1st (said to be called iTV), we're hearing Jobs' opinion hasn't changed. Still, that isn't keeping the company from improving the product. According to Bloomberg Businessweek, Apple TV will remain a secondary device for users to rent or buy videos from the iTunes Store. In fact, at next week's event, Jobs is expected to focus more on his company's other offerings. They write:

Rather, look for CEO Steve Jobs to focus on the ability for customers to watch their favorite TV shows and movies on their iPads, iPhones, and iPod Touches, says a person familiar with the plan.

It's clear that if Apple isn't convinced that consumers are ready to cancel their satellite or cable service anytime soon, this would make perfect sense. Still, some good things are probably coming to the device. One of the most exciting features expected to be announced for the Apple TV, is the inclusion of iOS. This means some sort of App Store, which would radically change what viewers do on their device. Rather than solely being a device where you watch television shows or movies, Apple TV might allow you to play games or check out your favorite website online. In addition, Apple is expected to push a 99-cent per-video-rental initiative for which Apple TV will play a role. The thought is that consumers will rent videos and watch them on each of their Apple devices. One rental can be viewed across multiple devices whether it be on an iPod touch, Macbook, iPad or Apple TV. The $99 Apple TV refresh, if real, is expected to be announced at Apple's special event on September 1st in San Francisco. We'll keep you updated.

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